The document proposes a solution called the "Fathercare Kit" to address the taboo around discussing sex openly between fathers and sons in former Soviet countries. The kit would be an in-game item fathers can purchase for their sons in World of Tanks to provide benefits. For sons to activate the kit, they must first answer a question about sexual health correctly. This allows fathers and sons to discuss sensitive topics virtually through the game. The goal is to educate youth and strengthen family bonds in a comfortable way.

1. TEAM 03
«FATHERCARE KIT»

2. PROBLEM BACKGROUND
There was no sex in USSR. Generations of people born
that time have been grown up with a clear
understanding that the topic of sex is tabooed. They
can’t talk about sex face to face with their peers (even
partners), let alone with their own children.
Today any information is easy to available. Children can
get knowledge about sexual behavior and reproductive
health from incorrect and unverified resources.
That’s why youth knowledge in this topic is limited and
replete with myths. Parents are aware of the problem.
It is a great challenge for them to start talking to their children on sexual themes.

3. Target Audience
Our Aim
WHO WE ARE
World of Tanks is the most popular online game in
CIS region, devoted to epic tank battles of World
War II. The game is free-to-play, but participants
can also pay a fee for the use of "premium"
features.
In CIS countries every fourth male (from the age of
12) has played at least one battle in World of
Tanks.
Men (average age 40), who usually have their
families, work, and an extra couple of dollars in
their pocket for their favorite game World of Tanks.
They have teenage sons (12-18) who are also
involved into the game.
TARGET AUDIENCE
OUR GOAL
To provide parents with a friendly platform for sharing the information on sexual behavior

4. Father’s insight:
I am ashamed and feel
uncomfortable to talk
with my child about sex
face to face.
Son’s insight:
I like to get in-game
"premium" features
for free.
Solution:
“Fathercare Kit”
is a unique in-game item that can be bought online by
father to his child. This item can prolong the “life” of a
child’s vehicle in a battle for 20%.The prolongation is
available for only one battle. But later it can be refilled
by child itself for free in case passing the test.
3$
Game is what naturally unites fathers and sons. As in
game there are no relatives, all of the players are
equal. Moreover virtual communication helps
players easier to get in touch with each other and to
tackle delicate issues.

5. MECHANICS
A middle-aged player buys the
“Fathercare Kit” for his son using the
name of son’s account.
The child gets the present but it is
impossible to activate it immediately.
Firstly the child needs to give a right
answer to the random question about
sexual behavior and reproductive health
which drops in a pop-up window. In case
of wrong answer the question changes till
the player gets the wright one.
Every question shows the right answer
after replying and contains the resource
with the additional information on this
topic.
“Fathercare Kit” effect lasts for 1
battle, so a child needs to answer a
random questions on delicate
issues every time he needs to use
the kit.
A middle-aged player gets
notifications when the child
activates and refills the kit.

6. BENEFITS
Fathers
We help parents to get through the challenge and not to leave the comfort zone. We
provide them with verified information for their children on delicate sex issues and the
platform for friendly communication.
Sons
They get unique in-game content for free and educational content on
exciting topics.
World of Tanks
Increase of players’ involvement,
monetization, CSR, customers’ loyalty of
core players (fathers), acquisition (parents
who’s child plays World of Tanks will be

7. KPI
Marketing budget – $ 200 000
Assets to create Motto of the launch campaign & communication concept
Promo video (for Internet only)
Landing Page
Banner Set
«Fathercare Kit» design
Content compilation (questions and information on the topic of sexual behavior and reproductive
health, proved by professionals)
Media Channels to plan (optional but not limited to) YouTube and Online video
Banners
CRM
Bloggers and Influencers videos
SMM
SEO
PR campaign on the CSR issue

8. KPI
4 mln «Fathercare Kits» sold
400 000 new and win
back players
2% lifetime increase in the
segment of young players